B2B marketing platform, Bizo, has launched Bizo Full-Funnel Analytics, new attribution reporting in the Bizo Marketing Platform, to help marketers track and measure the impact of their display advertising campaigns.

According to the company, the Bizo platform includes proprietary data on more than 85 percent of the US business population and 120 million professionals worldwide. Bizo Full-Funnel Analytics harnesses that data to identify the business demographic profile of website visitors, their exposure to Bizo display advertising and how that exposure changes their purchase behavior.

Russell Glass, CEO of Bizo, said in the announcement, “Given the length of today’s B2B buying process, relying on click-through rates or employing ‘last-click’ attribution is misleading at best, and just inaccurate at worst. With Bizo Full-Funnel Analytics, B2B marketers can now measure the exact impact of their display advertising at every step of the buyer’s journey and fuel winning programs accordingly.”

Bizo client, Jessica Carmona, media director at the agency Norbella offered, “Bizo’s new reporting capabilities, including the ability to determine the cost, engagement and conversion levels of new visitors aligns well with our internal reporting metrics. Working with Bizo, we’re able to deliver optimal results to our clients.”

The Bizo platform includes data management and advertising solutions for clients to manage their B2B marketing efforts. Bizo partners with publishers such as Forbes, The Washington Post, CNNMoney, as well as various ad networks and DSPs to sell targeted ad inventory to clients aiming to reach specific B2B audiences. Clients include Amex, Salesforce.com and UPS, according to the company.

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About The Author

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.